Social Media Success May Depend on HR

Guest post written by Mark W. Schaefer. Mark is a consultant, college educator, and author who blogs at {grow}.

There is a growing gap between the social media “haves” and “have-nots.”

Some companies I visit have embraced social media enthusiastically and are moving into some pretty advanced ideas.

Other companies are simply checking the box. They have a blog and Facebook page… and they view the job as complete.

Still others are paralyzed and have not done anything at all.

What’s the difference between these scenarios?

It’s not necessarily resources, ideas, or a strategic vision. It’s a matter of corporate culture. And that’s why the key to future social transformation may very well rest with the HR department.

For decades, our companies have been conditioned to “manage” the message, broadcast ads and wait for things to happen. Now, companies have to be reactive, employees have to be empowered, and above all, we have extraordinary new opportunities to “listen.”

One of the things I love most about The Now Revolution is that it is one of the few marketing books to acknowledge the critical importance of corporate culture on social media success.

Despite my best intentions as a consultant, I know that there is no such thing as a grassroots cultural change. Social media success ultimately lies with the understanding and sponsorship of the company leaders. They are the ones who own the strategy and the budget. And that’s why real progress in your company may be an HR and corporate change issue as much as a marketing challenge.

What has your experience been? Is HR ready to take on this larger role?